Dine-In / Pick-Up App
Overview
PlatePAL is a mobile app designed to provide convenience by allowing users to order food and pick it up in-store or allowing consumers to dine in.
Problem
The biggest challenge was to create a seamless user experience of providing convenience, while also streamlining the ordering process.
Solution
By conducting user research and focusing on the features users would like to see in PlatePAL, a seamless and efficient user experience was created that aligns with the goal of providing convenience.
Tools
Miro
Figma
Photoshop
Google slides/Docs
My Role
My role for PlatePAL involved designing and improving the app's overall look, feel, and functionality. I conducted user research to understand user needs and created wireframes and prototypes in the hope to attain a positive user experience.
My Design Process
Secondary Research
Many individuals who 9 am to 6 pm find it challenging to complete personal errands due to most businesses closing around the same time. As a result, they often have to handle personal matters during their lunch break, which typically lasts for an hour. In areas where there aren't many restaurant options, it's more convenient to bring lunch from home. Choosing a restaurant nearby during a lunch break necessitates taking into account the distance and service time. Assuming that the average worker only has a one-hour lunch break, they'd want to be served, eat, and depart as soon as possible. Customer service is critical to a successful establishment, and finding ways to improve its quality is essential for attracting more customers and better business.
Interviews
In order to inform the design and build personas during the ideation phase of the project, a series of user interviews were conducted. An interview script consisting of 32 open-ended questions was thoughtfully prepared to focus on the values, motivations, and daily routines of the target audience. Over a period of one week, 5 users were recruited and interviewed remotely. Throughout the interviews, key similarities in the users' responses emerged, which were then referenced throughout the entire design process. This approach ensured a user-centered design, tailored to the needs and behaviors of the target audience.
Affinity Mapping
As a designer, my aim was to streamline the vast amount of data collected from observations, findings, emotions, and ideas into meaningful and cohesive categories. To achieve this, I employed a card sorting method that involved using sticky post-it notes to meticulously sift through all the participants' scripts and highlight similarities between each participant. Each color of sticky note represented a different participant, and this allowed me to filter through all the notes and identify categories that were similar. By using this approach, I was able to develop a structured and comprehensive affinity map that enabled me to better understand the participants' perspectives and insights.
How Might we…
Some of the questions that I felt needed solving were,
How to ensure food services meet everyone's expectations reliably?
How to make food ordering quick and hassle-free?
How to achieve consistent and organized food delivery?
Insights from User Research
Insight # 1
Customers like to stay informed about the status of their food, whether they're picking it up or dining in. They appreciate updates on when it will be ready and when it's being prepared.
Insight # 2
People often feel stressed during their lunch break, worrying about the time, money, and effort it takes to get food. This stress can be alleviated by making the process easier and more convenient.
Insight # 3
When customers go out to eat, they want the experience to be quick and consistent. They appreciate efficient service and enjoy the feeling of getting in and out without any hassle.
Sitemap
For PlatePAL, I created a sitemap to ensure that every screen or page is logically and hierarchically organized, making it easier for users to find what they need.
To make the navigation intuitive and user-friendly, I divided the content into four main categories: Discover, Reserved, Orders, and Settings and Accounts. Discover is where users can browse through different restaurants and food options. Reserved is where users can make reservations at their favorite restaurants. Orders are where users can place and track their orders. Finally, Settings and Accounts is where users can customize their profile, payment options, and account settings.
By using these categories, I created a structure that is easy for users to understand and navigate, which ultimately leads to a better user experience.
User Flows
Creating a user flow for an app like PlatePAL involves breaking down the steps that a user will take to achieve a specific goal, such as ordering food or updating payment details. It's important to consider the user's perspective throughout the process, so designers like myself aim to create a human-centered approach.
To begin, I identify the task or goal the user wants to accomplish, which can range from something as simple as browsing food options to more complex tasks like changing payment details. Once I've identified the task, I create a "red route" that outlines the user flow for completing it. This helps me understand the steps the user will take and what they will encounter at each stage of the process.
For instance, let's consider the user flow for placing an order for food. First, the user would open the PlatePAL app and be taken to the Discover screen. From there, they would select a restaurant, view the menu, and add items to their cart. Finally, they would enter payment information and confirm their order. By mapping out the user flow in this way, I can anticipate the user's needs and identify any issues that could cause frustration or confusion.
Sketches
When it was time to design the PlatePAL app, I knew that creating low-fidelity sketches was an important step. These sketches allowed me to quickly try out different ideas and make changes without worrying too much about the small details. I could focus on the big picture, like the layout and how the app worked, without getting too caught up in the visuals.
One of the great things about using low-fidelity sketches is that I could get feedback from users early on in the design process. This was super helpful because I could make sure that the app was meeting their needs and expectations. By making multiple versions of the sketches and testing them with users, I was able to make improvements and create an app that was truly user-friendly.
Guerrilla Usability Test
I conducted a usability test for PlatePAL using Zoom, and I had the pleasure of having multiple participants take part in it. To ensure that the test was as realistic as possible, I created a prototype on Marvel that allowed the participants to interact with the app's interface.
The usability test itself was a three-part scenario that aimed to assess how easy it is to use PlatePAL. In the first scenario, the participants had to create an account and log in as a new user. In the second scenario, they had to order a salad for pick up and track their order's progress, all within a 10-minute walk. Lastly, in the third scenario, they had to reserve a table for three people at 1 pm, all within a 12-minute distance.
Overall, conducting this usability test allowed me to gather valuable insights and feedback.
PlatePAL's Brand Personality
The name PlatePAL was chosen for the food pickup/dine-in app because it conveys the idea that the app is supposed to be your friend that is here to assist you in providing food services. The name has a friendly, playful sound that is inviting and easy to remember. It also reflects the idea of a helpful service that can make life easier for all customers. Finally, the name is memorable and unique, which helps to differentiate the app from other similar services.
Mission/Vision:
PlatePAL offers a unique combination of convenience and quality by allowing users to order food through an app and pick it up in-store or allowing consumers to dine in, while also ensuring that all dishes are freshly prepared. Additionally, PlatePAL's platform is easy to use, with a streamlined ordering process. With its focus on convenience and quality, PlatePAL is the perfect choice for a food pickup/dine-in app.
Brand Personality:
Friendly, approachable and caring is the essence of PlatePAL because I wanted the app to feel welcoming and accessible to all users. By conveying a friendly and caring brand personality, PlatePAL will be more relatable and easier to use. Additionally, this type of brand personality will create an inviting atmosphere that encourages users to use the app to find great places to eat and connect with others.
Brand Attributes
Friendly, Caring, Responsive, Reliable
Friendly: PlatePAL aims to make pick-up/ dining a relaxed and enjoyable experience.
Caring: PlatePAL takes the time to understand customers’ needs, wants, and preferences when it comes to their dining experience.
Responsive: PlatePAL is always quick to respond to customers’ inquiries and requests.
Reliable: platePAL ensures your order is ready when you arrive.
Wireframes
By utilizing Figma to design high-fidelity screens for PlatePAL, I was able to produce detailed and interactive prototypes that effectively showcase the functionality and aesthetics of the final product. This approach enabled me to gain a better understanding of the user experience, while also facilitating the identification of potential issues or opportunities for improvements. Following the design phase, I conducted a series of usability tests with new participants.
Usability Testing
By using PlatePAL's style guide Brand personality and the most recent usability test, I was able to make a High fidelity mockup. Next, I conducted another round of user testing with 5 new participants, to gather feedback and identify any usability issues or areas of improvement.
Issue # 1
During the second scenario of the user testing phase, where participants were required to order a salad for pick up within a 10-minute walk, a majority of the participants faced difficulty in finding the map button to view the restaurant's location.
Solution # 1
After identifying that a majority of participants in the second scenario had difficulty finding the map button to view the restaurant location, I devised a solution to address the issue. I incorporated the map button into the same page as the menu to make it more noticeable, as it is a crucial feature of the app.
Issue # 2
The user interface on the ordering page was not easily recognizable, causing confusion among users about how it worked.
Solution # 2
To address the issue of confusion among users about how the ordering page works, a possible solution would be to simplify the user interface and make it more intuitive. This can be achieved through the use of clear and concise language, and easily recognizable icons.
Issue # 3
During the usability test, some participants found it challenging to identify the icons in the navigation bar. As a result, they were unsure of how to navigate the app and complete tasks, which caused frustration. Participants mentioned that they had difficulty recognizing some of the icons and did not understand their function, making the navigation bar seem useless. Therefore, it was clear that changes were necessary to improve the app's design and enhance its usability.
Solution # 3
To address unrecognizable icons, I added labels underneath each icon. This improved usability by providing clear information while maintaining consistency with the app's design style guide and brand personality. User testing confirmed that the solution was effective, making it easier for users to navigate the app and complete tasks.
Next steps
01
If I could further this project I would work on adding additional features or functionalities, Other expansion ideas could be filtering through restaurants by if they are vegan or gluten-free foods.
02
To ensure Plate Pal is meeting the needs of its users, I would keep testing the app with people and gathering feedback. This would help me make sure the design decisions are on track and make improvements.
03
I would create a marketing plan for PlatePAL. Social media, influencer marketing, and paid advertising can generate excitement around Plate Pal and reach our target audience where they spend most of their time.
Learnings
Throughout this project, I learned some valuable new techniques! For instance, I learned how to use card sorting to better understand user needs and preferences and create an affinity map. It was really cool to see how it helped me make informed design decisions. Plus, I had a lot of fun learning how to design a mobile app using design software like Figma.
As a designer, I also realized how important user research is and how it can guide our design choices. I was excited to pick up some new skills around collaborating with my team and managing project timelines effectively. And, learning how to present my ideas in a way that resonated with my audience was a valuable skill I picked up.
One of my biggest takeaways was realizing that aesthetics alone don't make a great design. It's important for the app to be easy to use, functional, and serve its purpose effectively.
This project has transformed the way I approach design by putting users at the center of my designs and incorporating feedback into my design process. I'm really excited to continue growing as a designer and creating experiences that people will love.